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Change or die: could adland be the new Detroit?
Feb 18, 2011|Campaign |Amelia Torode (head of strategy and innovation at VCCP and the chair of the IPA Strategy Group) and Tracey Follows ( head of planning at VCCP)...

As the world changed with the globalisation of markets, the transformative power of digital technologies and a shift in consumer demand, the automotive industry and the city of Detroit did not. At a fundamental level, nothing changed. Detroit failed to adapt, failed to evolve.

We have started to ask ourselves: is adland the new Detroit?

Data: find stories in numbers

It's time to reimagine our role. We're no longer solving problems but investigating mysteries; no longer taking a brief, rather taking on a case. Like a detective, we start with behaviour, looking for patterns and anomalies. We assume that what we're being told is not entirely the "truth" so search for information that is given from various perspectives and tend to believe our eyes more than our ears.

Imagine the implications for how we approach data. Seen through the lens of "mystery", we're not simply seeing data as a stream of numbers but as a snapshot of behaviour and an insight into human nature. What we do with data is the same thing we do when we sit on a park bench or at a pavement café - people-watching,albeit from desktops. It's human stories hidden within numbers, and it takes away the fear that surrounds "big data".
shifting_tastes  data-driven  data_journalism  Detroit  advertising_agencies  data  storytelling  massive_data_sets  adaptability  evolution  United_Kingdom  Publicis  managing_change  sense-making  insights  behaviours  patterns  anomalies  assumptions  automotive_industry  human_experience  curiosity  consumer_behavior 
december 2012 by jerryking
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